Fashion designers consider convergence of worldwide themes and ideas an opportunity for high rates of growth for their businesses (Springsteel, 2013). Fashion designers concentrate on building the best products for their local customers. The market for local design in most countries is in the midst of its transformation. Internet and lifestyle publications are exposing the locals to the latest world design trends. Studies have empirically revealed that local design developers have to comply with global convergence if they want to succeed in this industry (Surchi, 2011). According to Seely (2013), failure to observe global trends will scare away buyers to foreign markets that can satisfy their needs. Swedenburg (2009) did a similar study and recommended that local designers need to respond to the worldwide trends in green design to gain competitive advantage in the market by designing trendy products. This is one of the primary tactics for survival of fashion designers in the market. Creativity, knowledge and skills in designing backed with sewing techniques and effective marketing constitute the primary drivers of success for local fashion designers.
Several young men and women dream to become successful in the fashion industry. Only a few who have the motivation and talent succeed in this industry (Calderin, 2013). The motivation drives the most talented to design quality products for the market. People who do not have the talent and are primarily interested with the financial gains do not prosper in the fashion industry. Calderin (2013) argues that having an instinct for design or a flair for fashion is neither an indicator for fashion design nor a prerequisite for designing. Innate aptitudes for fashion, determination, dedication, curiosity, creativity and occasional leap are the primary markers of the potential for success in fashion designing (Calderin, 2013). The fashion industry is complicated and exhibits characteristics of dynamism due to rapidly changing trends and customer preferences (Spolter and Thakkar, 2011). Businesspeople that have an interest in the industry have to assess their motives for venturing into fashion design before investing their capital to local design. The cycle of business growth in the fashion industry takes a longer period than other industries due to competitiveness and huge costs required before customers can fully adopt the product. Ho and Tsan-Ming (2012) analyzed the success factors in the fashion industry and found out that persistence and talent in quality designing attract and maintain potential customers.
The modern culture is celebrity-driven, and the fashion industry is the main feeder of these celebrities (Sandine, 2010). The inkling in the talent will eliminate designers that are not creative from the market. Survival in this industry depends on designers’ understanding of how the system works through building a successful career as a fashion developer (Swedenburg, 2009). The fashion designer requires doing more than just making beautiful and well-constructed clothes. A determined designer creates quality clothes with research and an awareness of the design task in progress (Bayer, 2008). The Pareto principle explains a rule of the vital few; that is, 80 percent of the effects result from only 20 percent of the causes (Calderin, 2013). This small, but essential core sets things in operation in the fashion industry.
Spolter and Thakkar (2011) describe fashion designers as visionary, inspired, unique and ahead of their time. Fashion designers without a clear vision may find themselves making out-fashioned designs that are no longer marketable. Inspired local designers must be ahead of time by developing unique products that other developers have not discovered (Low & Freeman, 2007). This guarantee the focused designers a market share since customers such as celebrities desire to appear unique and trendy before their audience. For example, H&M, the Swedish fashion group, has a designing approach that is a hybrid of Zara and Uniqlo models (Lee, 2013). H&M merges commitment to longevity and stays responsive to rapidly changing fashion trends. This has enabled this company to acquire a large market share and enhanced the operation of its 2,600 stores in 43 countries (Lee, 2013).
Successful designers are acquainted with the knowledge and skills in fashion designing (Surchi, 2011). People have the potential to acquire proficiency in any activity if they are given time and effort to learn. Fashion is similar to other fields such as engineering, medicine and architecture since it also requires designers to undergo training on proper sewing techniques. Calderin (2013) contends that, as an art, fashion designing encompasses a wide range of specialties with each having its own set of set of skills and techniques. Having the required skills enables designers to establish fluency and immediate recall in the workplace (Cervellon & Wernerfelt, 2012). The fashion designers with the knowledge and skills understand the standards of the market and devote themselves towards achieving these standards. Knowledge is gained from the classroom instruction while skills are acquired through experience in the workplace. Most learning institutions have adopted integrated curriculum, which enables learners to acquire theoretical knowledge and experience through vocational training simultaneously. Experience is the most valuable asset for designers (Low & Freeman, 2007). Experienced designers can make the best designs faster than the inexperienced designers can. Classes, internships and workshops enable fashion designers to enhance their hand-to-eye coordination skills, address challenges in executing their ideas and learn to anticipate problems in the field of design (Calderin, 2013).
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